Richmond, BC-based Nintendo of Canada has unleashed oversized Tetriminos (Tetris blocks) all over Toronto as part of a promo push for its next generation Tetris DS game which launched yesterday. Tetris ‘construction workers’ touting the puzzle game are encouraging pedestrians to play the real-life version with the super-sized Tetriminos through the week at various venues including the intersection of Yonge and Bloor, the Ryerson University campus, Union Station and more. The street team effort, created by Toronto-based brand experience agency Inventa, reached 18,000 folks last week. Promo launch plans for Tetris DS include print, OOH, web, web, cinema and radio executions. Media buys were done by Starcom Worldwide, with creative by Leo Burnett Chicago.
David Le, marketing manager for Nintendo says: ‘People have been running up to our Inventa event staff, asking to try the game. They have even been asking if they can pose in Tetris-like Tetrimino shapes with the blocks and get their picture taken.’ The sampling program ends March 24.
